A Comprehensive Marketing Report on BMW's Strategies and Tactics

This report provides a comprehensive analysis of BMW's marketing strategies, focusing on the key roles and responsibilities of the marketing function and its interrelation with other functional units like HR, finance, and production. It critically evaluates the key elements of the marketing function, including research, strategy, planning, and tactics. The report also compares the marketing mix of BMW with that of Audi, examining elements like product, price, place, and promotion, utilizing the 7Ps framework. The study highlights BMW's approach to product design, customer support, and promotional activities, emphasizing their impact on achieving overall marketing objectives. The report underscores the significance of marketing research, strategic planning, and effective tactics in driving BMW's success in the competitive automotive market. It explores the interplay between various departments within BMW and their influence on marketing outcomes, offering a detailed overview of the company's strategic marketing practices.

Marketingessential

Table of Contents
INTRODUCTION 1
LO 1 1
Explain the key roles and responsibility of marketing function and its interrelation with other
function units...............................................................................................................................1
Critically evaluate the key elements of marketing function and their interrelationship.............5
LO 2 6
Compare marketing mix of BMW with Audi.............................................................................6
Evaluate different tactics used by business to achieve objectives............................................10
Tactics applied the use of 7Ps to achieve overall marketing objectives...................................11
CONCLUSION 12
References 13

INTRODUCTION
Marketing is the social process which individual and organization acquire needs and
wants with the help of creating and exchanging values with others. The marketing is the crucial
tool and techniques in the business organization. This help to promote product and services at
market place (Blythe and Martin, 2019). This involves understanding of market place, needs and
wants of customers, build strong public relations and provide best quality of services. The
present report will be based on “BMW” company is German multinational company which
produces auto-mobiles. The study lays emphasis on the different roles and responsibilities of
marketing function and its interrelation with other functional units of organization. Report will
critically evaluate by the key elements of the marketing function and their interrelation with
functional departments of organization. Study will compare by marketing mix of BMW with
Audi auto-mobile manufacture company. It will also design by marketing plan for company.
LO 1
Explain the key roles and responsibility of marketing function and its interrelation with other
function units.
Marketing function is the main role which helps company to identify potentially
successful products for the market place. It is the vital part of the company. Marketing function
help to promote product and services at marketplace. It is effective and valuable for the BMW
and its growth factor. This satisfies needs and wants of customers. Functions of marketing are as
follows:
Gathering and analysis market information:
It is very important function which helps to collect and analyse market information in
effective manner. This function plays very important role in BMW. In this marketing department
collect more information which is related to needs and wants of customers. After, that marketing
manager of BMW analysis those information and try to solve those in effective and better
manner (Baker and Saren, 2016). This marketing function is interrelating with research and
development department of BMW because R&D team collect market information by using
various technologies. This relation is significantly important for the company because with the
help of this, correct information is received in company and employees need to address those to
increase profit.
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Market planning:
Market planning is also one of the most important marketing functions which help to
create market planning as per requirements and analysis. In order to achieve goals and objectives
of BMW there is required to make market planning in better manner. For example: company has
market share in particular market. In this case they can increase this in order to achieve
objectives. For that, manager prepare market plan in respect of the level of production and
promotion efforts.
Product design and development:
Product design and development is important function of marketing of BMW in selling of
product. Product design and development plays important roles in BMW Company. In this, roles
of this function are to develop product and services as per needs of customer and their
requirements. Unattractive and weak design and development is not good for company. In this
role of this marketing function is to create best design of product. Product design and
development function is related to the production and operation department of company because
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Illustration 1: function of marketing
(Source: Marketingfunction. 2018)

this department take care of product design and development (Folinas and Fotiadis, 2017). This
department keep cars in company for long time till that it is not sale.
Customer support services:
Customer support services are effective and valuable for the business. This function plays
an important role in BMW at the time of post purchasing of car. This includes various services
like technical, mechanical and maintenance services. Helping customers in those ways satisfies
and help in today's competitive age.
Promotion:
Promotion means inform to customers about products of the company and also to inspire
them to purchase this product. This function plays an important role in BMW for promoting cars
at the marketplace and selecting best promotional activity. Those promotional activities are
advertisement, social media, YouTube and sales promotion. Those are very important and
effective for the company. This marketing function which is promotion of products is highly
interrelate with finance department because it properly allocates funds for advertising of product
at market place (Hair Jr and et.al., 2015). This is high important because with the help of this
company provide prefect information to customers.
Those are important functions of marketing in order to achieve goals and objectives of
company in the marketplace with addressing those functions. Inside BMW have various
functional units which are interrelate with other functional units. Those functional units are
marketing, human resource, finance, production and operation. These are as follows:
Marketing department interrelates with human resource team:
The Marketing department is an important section of BMW because this department
promotes and also try to satisfy needs of customers. This department is interrelated with human
resource section of the company. The HR department is developing accuracy and productivity of
any department and also help to provide training sessions. By this department are able to gather
experience and best employees by training them. In order to that marketing department have
strong team. Through, that both departments great interrelated. This interrelation is important for
the BMW are as follows:
 With the help of this interrelation, marketing department is gathering and attract right
skills and ability of peoples.
 This also important for marketing and branding of company.
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 It is also important for more clarify the roles and responsibilities to employees in
effective manner (Harmeling and et.al., 2017).
Marketing department interrelates with finance department:
Money and finance is the main factor for each process of BMW. The finance department
allocate funds to marketing department in order to paying their marketing expenses, produce
commercial, packaging and design of product. This also support in various statistical information
about moderate price which customers expects. The finance department is considering as a
backbone of the company. Thus, through that both departments are interrelating with each other
in company which is BMW. There is various significance of this interrelation which is as
follows:
 It is more important for keeping on budget because this is responsibility of marketing to
manage significant amount of money for business.
 Fund is important for company in order to fulfil the needs and wants of customers and
company by promoting product.
Marketing department interrelates with production and operation team:
The production and operation team is highly keeping product for long and also safe from
damages. The marketing department gathers information about needs and wants of customers.
This section has also surveyed the quality, expenses and products with peoples and customers.
Hence, the marketing department is sharing this report with production department in order to
develop a product with reasonable prices. The marketing department is supported to various
things about peoples which are not like by the customers in their product at the time of
purchases. This helps to improve quality of product and services at marketplace. Through, that
both marketing and production department is interrelate with each other in company and also in
order to achieve goals and objectives of company. Significance of this relationship is as follows:
 This relation is highly important for enhancing performance of the BMW.
 This is important for increase profit margin of company by addressing the needs and
wants of customers (Krush, Sohi and Sain, 2015).
Those are the interrelation between other functional departments with the marketing department.
This interrelation is highly important and effective for business and also for satisfying customer
needs.
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Critically evaluate the key elements of marketing function and their interrelationship.
There are various key elements of a company which has created various goals and
objectives of company by collecting such information from the marketplace. The key elements of
the marketing function are research, strategy, planning and tactics. The key roles and
responsibilities of marketing function and its interrelation with other functional units are as
follows:
Research:
Research is good and important key element of the marketing function for successful
market. This help to gather and collect various information with marketplace for satisfying
customer needs. The research help to getting essential information regarding to the all factor like
logistics, finance, raw material and other business process. This considers a crucial part of
business and its growth. The research department is interlinked with R&D department. Like:
R&D department collect correct information related to the company than it is good for company.
Other hand, if R&D department is not collect correct information than it give negative impact on
company in addressing customers needs.
Strategy:
Strategy is key element of company which effective and best for company to build proper
schedule to achieve goals and objectives of company. It is the process which is help to judge
strength and weakness of product and company's business operations. This process is allow to
company for produce strategy as per market research (Larson and Draper, 2015).
Planning:
Planning is other function which is considers after strategy planning and building. The
market department is responsible for financial, distribution and communication factors of
business. This is important for completely achieve objectives of company. The planning is
related with the finance department because this give proper funds for implementing planning at
marketplace. This can give negative and positive impact on the BMW Company. Like: finance
department is allocating funds for market planning without making proper budget. In this case
company suffers from loss. Other hand, funds are proper and on time are best for company and
its growth.
Those are important tactics which are important for company’s growth and increased
profit at marketplace in effective manner.
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LO 2
Compare marketing mix of BMW with Audi.
Marketing mix of company is help to address important elements of marketing which are
product, price, place, promotion, process, peoples and physical evidence. With the help of
marketing mix company is able to build new strategy as per market analysis and also compare
with other organization like Audi. The Audi is other successful auto-mobile manufacture
company and competitor of BMW. The compression between both marketing mix with 7P's of
marketing are as follows:
Basis BMW Audi
Product BMW is the group which is mainly
focused on manufacture of luxury four
and two-wheelers vehicles (Malhotra,
2015). Their some of the products are
based on personalized to customers
while majority of products and
Audi hold the best image in luxury
brand because its products are one of
best and attractive. The company has
offer the different products in the
market. Their cars are involving best
technology by change in effective
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Illustration 2: target market
(Source: 7P's of marketing. 2017)

services. The BMW offers motorcycle
like sports, roadster, and adventure.
manner. The products of company are
SUV and sports cars.
Price BMW is sales premium brand car and
that follows premium pricing strategy.
The premium pricing strategy use by
company to charge higher price than
their competitor products. This pricing
strategy support companies image at
market place. The pricing strategy of
company has the major effect on its
marketing tools. This appeal to
premium customer segment.
The company also use premium pricing
strategy to cash its brand. The pricing
strategy of Audi is based on the
competition pricing. The company is
provide the high quality of product and
services to customer on premium
pricing strategy.
Place BMW is the high global brand which
operates in more than 150 countries. Its
distribution channel is massive dealer
network across the world. That is help
to sales products in various countries
and places. The cars are directly sold to
the customers by showroom. There
showrooms are located in the urban
cities and also at prime location. The
main distribution features are good
provision for spare parts, model of lean
distribution etc.
The distribution and place policy of
Audi in marketing mix best. Company
has their own production facilities. The
company has their exclusive network of
dealership and also after sale services
(Pike, 2015). Their distribution channel
is “producer to distributor to wholesaler
to dealer to customers”.
Promotion Promotion policy is the best for BMW
to promote products and services at
marketplace. In manner to achieve
goals and objectives of customers. This
process is very difficult part of these
products.
The promotional activity of four rings
which are overlapping. That is creating
brand image in customer’s mind. The
company use for promotion products
like TV, print media, internet marketing
and so on. Their best brand image is
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Their promotional slogan is “Sheer
Driving Pleasure”. Its selling expenses
are including sales, marketing and
advertising expenses. The company is
including various ways to promote
product and services at market place
such as traditional and digital channels.
Manager uses video marketing, print
marketing and also with the help of
famous celebrities.
giving message to high profile to
people. The company has their
promotional line which is “progress
through technology”.
Process Process is very important part of the
company. The company take care of
their products which are always
available at stores. The company is
also providing online delivery process,
where customers also placed order of
their product and received by staff at
computer screen. The online process is
effective and best for company and
customers. The company is providing
both online and traditional process of
purchasing to customers. The company
should look towards innovation and
creativity to improve its process (Pike,
The Audi sales their product by
showroom to customers. In their
product manufacturing process, they
use high quality of technology. With
the help of this customers are highly
satisfied in effective manner with their
luxury brand products.
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2016).
Peoples There are various people and
employees who are working in
different sectors and departments.
Company has people working under
sales, marketing, research and
customers services departments for
provide well and best services to
customers. The employees and peoples
of suppliers team is play an important
role to improve quality of product and
services.
The company has eligible employees
and peoples who are manage all
problems which are creating in
company. Their customers support team
is full trained and best which are give
better customers services to them both
post and after sales services.
Physical
evidence
BMW sales its products in a distinct
colour packaging are identifiable on
the retail shelves. There colour and
design make unique and different from
other product. It is also has online
websites which is user friendly and
also allow to customers view its
product is high quality image product
and services.
Audi logo is best physical evidence
which is provide by company at
marketplace. Their design makes best
quality of product and services at
marketplace.
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